5 Factors for FMCG Social Media Marketing Failure

Are you running a new FMCG social media marketing campaign? Your social media isn’t achieving the expected performance? Your FMCG pages receive little to no interaction, regardless of the quality of the posts. 

This is the moment when you start doubting almost everything, from product quality to the content plan, and even the team behind it. However, while pointing fingers, you might overlook one crucial element for successful and sustainable social media marketing: daily management and follow-up of your social media pages. 

Stay tuned to know why posting and hibernating do more harm than good to your social media marketing for an FMCG brand. We’ll also explore how you can turn this pitfall into a winning strategy.

What Causes FMCG Social Media Marketing Failure?  

When making a comprehensive social media plan for FMCG products, watch out for the fine line between systematic growth and ultimate invisibility. It’s about staying active and responsive on all your channels. Ignoring the following foundations for an interactive FMCG social media marketing strategy dooms all your efforts

Ignoring Comments & DMs

Whether you’re doing it intentionally or not, ignoring your audience kills any chance of future engagement. It’s like when someone approaches you to compliment your outfit or accessory, and all you do is remain silent. They’ll walk away feeling insulted and will never look back. 

That’s exactly what your audience will do. They’ll leave assuming that you don’t respect them or are not looking for their interaction. So, they’ll automatically go looking for it elsewhere. 

Posting without a Strategy

Are you posting to make noise? Or do you want to hit the bullseye? Posting without a strategy is easier at first, but it has no success or continuity potential. A solid social media marketing strategy, on the other hand, gives you direction and focus. It lets you connect with your audience instead of crossing your fingers. 

So, protect your marketing efforts from the risks and challenges of randomness and organize every step with a data-backed plan. 

Not Tracking Performance

This is another backdoor for random FMCG marketing efforts. When you ignore performance metrics, you won’t know what’s working and what’s flopping. Skipping regular tracking makes you head with your strategy blindfolded towards a cliff. 

Instead, use reliable metrics to track how every post on each platform is doing. This is how you’ll know what to do with your next month’s plan, what to fund, defund, and what to tweak. 

Treating Social as “Optional”

While working on social media marketing for an FMCG brand, many marketers treat these platforms as a complementary tool to websites. But in reality, many FMCG shoppers are only approachable through social media. According to an SGS report, two-thirds of shoppers in the Middle East get to know new brands through social media. 

So, avoid ranking one channel over the other. Instead, embrace social media marketing for FMCG products as a daily routine of your strategy.  

Skipping Community Building

Now you are sorting things out and noticing a decent rise in follower numbers and engagement rates. That’s a huge milestone, but don’t settle for this. Convert these numbers into a defense line by building an active and loyal community. 

A loyal community won’t run itself; you should keep it running smoothly with interactive discussions. For example, you can engage your fans with a gamified FMCG survey or encourage them to post their own reviews or product-related content (UGC). 

The end goal of any social media marketing for FMCG products is conversion. But you can’t get there if you ignore your audience. 

The truth is, running a successful FMCG social media campaign is no walk in the park. It takes a lot of planning and careful management with close monitoring of interactions. This is how you can turn curious viewers or one-time visitors into repeated shoppers. 

Need help planning an interactive and engaging FMCG social media marketing campaign? We are just one message away. Contact us today and claim a free consultation about social media marketing for FMCG products.